Rocket Fuel Leads in Targeting People Across Devices With 57% Average Performance Lift for New Cross-Device Capability

REDWOOD CITY, Calif.--(BUSINESS WIRE)--

Rocket Fuel FUEL, a leading programmatic marketing platform provider that uses artificial intelligence (AI) at Big Data scale to optimize marketing ROI for global agencies and enterprise marketers, today announced its Cross-Device capability, a core feature of its Programmatic Marketing Platform. Rocket Fuel Cross Device enables marketers to unify a campaign experience for individuals across devices. By leveraging the industry's first AI-based cross-device optimization capability, marketers can now deliver targeted campaign messages to individuals across devices to drive higher performance with an average of 57% performance lift.

Rocket Fuel is actively engaged with Nielsen in expanded cross-device validation testing. Rocket Fuel is also an inaugural member of the Preferred Partner Program to improve the measurement of digital campaign performance for advertisers, agencies and publishers.

Toshiba Cross-Device Campaign Success

Toshiba is a Japanese multinational corporation headquartered in Tokyo, Japan. Toshiba engaged Rocket Fuel ad agency partner Initiative to drive efficient "cost-per-site-lander" to the Laptop/Tablet section of Toshiba.com. Rocket Fuel utilized cross-device optimization leveraging display media on desktops, smartphones, and tablets. During the campaign, Rocket Fuel found the optimal media mix to drive optimal cost-per-site-visit efficiency for Toshiba and maximize brand awareness. Toshiba's cross-device success is one of a growing number of companies achieving higher performance with Rocket Fuel; details of the campaign can be found at: http://rocketfuel.com/successtory/detail/drives-32-more-visits-toshiba.

"Rocket Fuel is a key partner in driving online sales and increasing brand awareness for Toshiba," said Vic Faria, Associate Director, Digital Media - Initiative. "Its cross-device optimization offering optimizes for the right media mix to drive higher conversion rates at an optimal eCPA; in a recent campaign, consumers who received the optimal media mix were 32% more likely to convert than display-only ad recipients. It also enables the ability to dynamically reach our target customers at the right time, on the right device, with the right messages, at the moment of influence and at the closest point to the moment of purchase. This is immensely valuable and a key strategy of our digital media campaigns. We're not only receiving best-in-class campaign performance, but also superior service from our dedicated Rocket Fuel team."

Optimized Performance with Moment Scoring

Rocket Fuel is driving market-leading performance with Moment Scoring™ which uses Rocket Fuel's massive Big Data architecture to access detailed, anonymous information about an individual — at a precise moment in time, while on a specific device, to determine how likely it is they will respond to the ad. Rocket Fuel Moment Scoring™ is a real-time calculation of every moment of influence that optimizes programmatic decisions and learns how to improve them over the life of campaigns. Based on an evaluation of the campaigns run during the beta period, Rocket Fuel achieved an average performance lift of 57% when reaching consumers on multiple devices versus reaching consumers on only one device.

"Cross device is the first step in the next generation of digital advertising, which extends the benefit of programmatic everywhere — across all channels and devices, including wearables, and in the future, the Internet of things and beyond," said Simon Hayhurst, Rocket Fuel's SVP of products and business development. "The days of an advertiser approaching a campaign in a siloed, channel-by-channel and device-centric manner are over, replaced by a significantly higher-performing, customer-centric approach that offers the ability to manage across the entire customer journey. With Rocket Fuel's AI-based optimization, marketers can now reach an individual at the moment of influence on the most appropriate device with the right message to achieve their campaign goals."

Product Availability and Innovative Features to Drive Performance

Marketers achieve additional performance benefits for current and future campaigns, including cross-device attribution, optimal media mix, and prevention of campaign message over-saturation via frequency caps.

Rocket Fuel's cross-device capability supports both brand and direct-response objectives, and is available immediately in North America. It will be available globally by the end of 2015.

An on-demand webinar on Rocket Fuel's cross-device capability featuring Nitin Chitkara, Senior Director of Mobile at Rocket Fuel, is available at: http://rocketfuel.com/webinars/marketing-across-devices-optimizing-your-media-mix.

About Rocket Fuel

Rocket Fuel combines the science of Artificial Intelligence with the scale of Big Data to improve the effectiveness of programmatic marketing. Customers trust Rocket Fuel's Marketing That Learns™ technology to achieve brand and direct-response objectives in diverse industries across North America, Latin America, Europe, and APAC. With the acquisition of marketing technology firm [x+1] in September of 2014, Rocket Fuel now offers a complete programmatic marketing platform for the world's most innovative, always-on marketers. The platform includes data management, programmatic media-buying, site optimization, and predictive analytics capabilities that extend across a marketer's paid and owned channels, and personalize every customer interaction. Rocket Fuel operates in more than 20 offices worldwide and trades on the NASDAQ Global Select Market under the ticker symbol "FUEL."

View source version on businesswire.com: http://www.businesswire.com/news/home/20150701005392/en/